Beauty & Fragrance

Includes cosmetics, fragrances, hair products, nail products, subscription boxes, jewelry, accessories, etc.  

2003 GOLD

Past, Present and Future

J. Walter Thompson and The Diamond Trading Company launched the "Past, Present and Future" campaign to reinvigorate the anniversary occasion and create momentum in the category. The campaign featured jewelry with three stones representing a couple's past, present and future. The three-stone anniversary ring was developed to launch the program, but the power of the "Past, Present and Future" message quickly moved on to include other three-stone jewelry, such as necklaces and earrings. Television ads, consumer and trade print campaigns and promotional and on-line activity were created to bring the "Past, Present and Future" campaign to life.

Brand: A Diamond Is Forever
Client: The Diamond Trading Company
Agency: JWT New York
Language: English

2003 SILVER

Little Black Dress

Dockers Khakis have always been a very successful brand but it's been at a cost. Since its inception, the Dockers brand has been associated with the 100% cotton khaki and has been relegated to the default pant on casual Fridays. As lifestyles and the workplace evolve, Dockers has kept in step by creating a dress casual line of pants that gives consumers a another reason to buy khakis and buy Dockers. Now, when guys don't know what to wear at more formal occasions, they'll know what to wear. This will help pave the way for future brand extensions by Dockers and ensure a growing brand.

Brand: Dockers
Client: Levi Strauss & Co.
Agency: FCB San Francisco
Language: English

2003 SILVER

Touch of Heaven

Lever 2000 bar soap was losing share because occasional users had forgotten its reason for being - its unique combination of skin care and deodorant benefits. Needing to boost awareness of Lever's skin care attributes among this target, the commercial "Touch of Heaven" was created to relaunch the Lever 2000 bar. The communication was aimed at a "touch-seeking" psychographic target, wrapping the functional benefit of soft, clean skin in the emotional benefit of getting close with those you care about, and delivered through a "Come Together"-themed media buy for maximum emotional impact. The goal was to increase share by raising awareness of the skin-softening benefit - a goal achieved beyond all expectations in just one quarter.

Brand: Lever 2000
Client: Unilever (Home & Personal Care)
Agency: JWT New York
Language: English

FINALISTS

Pantene If You Know, You Know It's Pantene.

Dove Stop The Beauty Test

Avon Brasil Excellence in Influence